Which Fashion Retailer Is Best Prepared for Winter?

Ian O'Rourke Posted by Ian O'Rourke

Wintertime is coming, and with the cold weather comes a surge in seasonal searches. Let’s take a look at which fashion retailers have established the best winter-centric SEM campaigns.

Everyone knows that preparing for increased demand for a product is critical to satisfying your customers’ needs, gaining new customers, and ultimately increasing your market share.

Just as consumers expect everything they want in a store to always be in stock, so too do they expect everything they search for online to be readily available for purchase.

The Dos and Don’ts of SEM

To that end, landing pages are especially important for both your search campaign and for your customers. When a customer searches for a product or service, they expect to see highly relevant results that take them directly to a page, where they can either conduct further in-depth research or make a purchase.

With these notes in mind, let’s take a look at some of the biggest SEM dos (as outlined by SEER) and don’ts (according to Ubounce).

Methods to avoid include:

Using irrelevant keywords to take people to your homepage.

Sending ads to unappealing pages on your website.

Sending all ads to your homepage, unless they include branded terms.

A few things to include on your landing pages:

A contextualized demo of the product or service’s use.

A video of the product or service in action, which can dramatically increase conversion rates.

A phone number or live chat box to show customers that you are available to answer any questions they may have.

As the chilly season approaches, your company would be wise to review any relevant campaigns in order to make sure your customers can find what they’re looking for.

This way, you don’t end up overpaying Google to compensate for poor search rankings that result from irrelevant landing pages and other preventable issues. Following these tips will go a long way towards achieving SEM success, especially in a competitive market like winter fashion.

Winter’s Favourite Keywords

Adthena’s trend analysis of the top ten winter-related keywords identifies “winter coats” as the most dominant search term for most of the year. The term also accounts for the highest spike in searches, with nearly 6,000 per day (in contrast to just 1,500 daily searches for the singular “winter coat”).

Winter Coats Data

Related keywords that receive steady traffic all year round include “winter kids coats,” “boys’ winter coats,” and “girls’ winter coats.” By comparison, the phrase “winter boots for men” ranked at number ten overall, with a consistent 500 searches per day. However, none of these terms even approached the impressive totals racked up by “winter coats.”

Looking at last year’s data, the spike in searches for the golden keyword started in early September 2013 and peaked at the beginning of November, at which point searches started to decline.

At the end of October, storms hit the UK, bringing high winds and rain and this continued into November, although the second half of the month was plagued by high pressure that brought much colder temperatures with sunshine. By February 2014, the term had fallen below most other search phrases in the group.

Between June and July 2014, searches for “winter coats” rose to the top spot once again, where they remained until the beginning of September 2014. We safely expect the search term to peak at around 6,000 search queries per day towards the end of October–just as it did in 2013.

If your company wants to focus on a particular keyword for the upcoming season, it’s fairly obvious where to direct your energies.

Measuring SOV at the Top of the Industry

We measure share of voice (SOV) by the number of clicks an advertiser might receives relative to other advertisers in their market.

Although SOV distribution amongst British fashion retailers shifts rather frequently, Marks and Spencer notably held the top position in paid search share of clicks between September and mid-October 2013, and between March and mid-August 2014.

This development may have been spurred by the effect of their offline marketing campaigns on users’ online search activities, or simply by seasonal adjustments to their campaigns and budgets.

The retailer John Lewis’ established search prominence came about when its online presence increased dramatically between the beginning of November 2013 and mid-January 2014, when it secured the top spot in the SOV rankings.

These results suggest that either the other major retailers stopped bidding during this period, or that John Lewis substantially augmented its campaign budget.

House of Fraser also placed well in the SOV rankings throughout this period, suggesting that, along with Marks and Spencer and John Lewis, the premium retailers outperformed their more affordable competitors during this period.

While you can begin to see some interesting seasonal trends developing within this sector, we recommend using Adthena’s competitor analysis tools to get the full picture.

(Main image credit: Alice Popkorn/Flickr)

About the author

Ian O'Rourke
Ian O'Rourke
Ian is the CEO and Founder of Adthena. He has been involved in technology businesses and start-ups for over 22 years and has built businesses across the globe including in Silicon Valley, London, Australia and Taiwan. Ian has grown Adthena since 2012 to its current position as the premier global provider of competitive intelligence. Ian likes to foster a culture of great products, getting things done, responsibility, freedom and continuous improvement.